The clever use of words

Moderator: How should speech skills be used in different situations? Please give an example.

Mao Xuerong: Tell stories to clients to deepen their love and responsibility for their families and relatives.

In 2010, unfortunately, a friend of mine got advanced lung cancer and had 3 months left to live. His son had been insured by our company in 2003. At that time, because his family was not in a good financial situation, the couple did not buy it. Insurance. Later, because the conditions never improved, I didn't insist on them buying insurance again. But this time my friend was seriously ill, and the expensive medical expenses and many imported drugs could not be solved by social insurance. Because I did not insist on asking them to buy insurance, I have always felt guilty. I failed to fulfill the obligation of a good agent. At that time, I donated 30,000 yuan to my friend for medical treatment, which extended his life by 3 months. But none of his relatives and friends were willing to donate money to him. His wife said to me with tears in her eyes: I am closer to him than his relatives. This incident touched me a lot. If we want to truly help more people, we can only promote the functions and significance of insurance. The power of individual donations is still very small. Later, his wife also took the initiative to buy critical illness insurance and introduced many clients to me. This incident will be of great help to me in my future business development. Whenever a customer chooses an insurance product and doesn't know whether to buy savings insurance or critical illness insurance, if the customer has never bought any insurance, I will definitely ask him to buy a protection-type insurance first. Use stories to convince them.

Chu Jinghui: Since speaking is a kind of communication, when faced with people with different temperaments, different ideas, different tempers, different hobbies, different environments and different moods, the meaning conveyed is the same but the language used is the same. It must be different too. For example, explaining diseases and risks - to people who are knowledgeable and can look at life objectively, we will convey the meaning of insurance more directly, such as "Save a little money every year to ensure that you will have a large sum of money at any time in case of illness or accident." It can be used; if your life is fine, your descendants can still get the money back, why not just use it as savings? "

We can't just say it to those who commit taboos and superstitions, we will change it. This type of person can understand and accept words to express. Such as "If you lose money and avoid disasters, you see, we have to spend some incense money every year. We just think of it as some incense money for accidents due to illness. If we are really sick, we can still use a lot of money! If God really bless us, in the end, we will be safe." You can also give a lot of money to future generations!” Haha, this may be what the old people often say, “The ability to tell people’s stories and tell ghosts’ lies!” But remember, no matter how you convey the function of insurance, you cannot convey the wrong thing! By the time you finish passing on the information, the insurance company will become the bank's function. This is a big mistake.

Moderator: How to use speaking skills when facing different customers? Please give an example.

Mao Xuerong: Use different methods and words to communicate according to the different ages and needs of customers. Ms. Xu had just given birth to a baby and wanted to buy an education fund for her baby. After knowing her needs, I designed a combination insurance for her. I saved 5,000 yuan in 2013, which included education fund, medical insurance, accidental medical treatment, and future pension security. Because a special feature of universal insurance is that you can make additional deposits at any time and receive it freely. My words are: Children's annual New Year's money can be used to make additional deposits to develop a good habit of saving since childhood. Parents can use their annual year-end bonuses to make additional deposits for their children, and use their children's age to plan a pension insurance for themselves. , one insurance can be enjoyed by three generations. Another feature of this insurance is that the investment return is compounded, which is more stable than stocks. The charm of financial management is the result of long-term compounding.

I suggest that when she buys insurance for her baby, she can buy a protection type of insurance - a repayment type of serious illness insurance plus accident protection.

The key words are to ask her to save money in another place (use a small amount of money to move from the bank to an insurance company). When the customer is in danger, the money deposited in the bank will only be returned to you in principal plus interest, such as If there is an insurance company, what you will receive in return is much more than the principal. If there are no risks before the age of 70, you will be able to receive a considerable amount of insurance as your pension by then.

If you usually use a small amount of interest to buy high protection, you can have a larger pension when you are old than someone who has never bought insurance, making your later life more exciting.

Chu Jinghui: I divide my customers into several levels: working class, small business operators and entrepreneurs. Different levels have different needs for insurance, so the words they use are naturally different.

For example, for the working class, the main factors that cause wealth loss are illness and accidents, so our words should focus on wealth preservation when illness and accidents occur. For example, "We have the ability to earn 100,000 a year. At the same time, we invest this 100,000 and get a return of 20% every year. How much money will we have in ten years?" "Can you guarantee 1 million?" "Obviously not necessarily. If an accident or serious illness occurs one year later, how much money do we have now if we need 1 million for treatment?" "Many people choose to give up treatment. What if you have 1 million now? Would you like to see a doctor?" It's very simple. Small financial adjustments and big life plans can be solved completely by allocating the investment direction of your money. You see, if you invest 90,000 yuan every year and save the other 10,000 yuan in an insurance company, something may happen. Even if the compensation is 1 million, the money will still be yours if there is no risk.”

This kind of rhetoric may not work for business owners, because the main factor in their wealth loss is not illness, but asset liquidation. and the imminent inheritance tax. We should talk more from the aspect of asset retention, such as "I believe banks are very convenient, but once an asset liquidation occurs, how much money do you have left?" "I believe that real estate has a stable return, but once an asset liquidation occurs, "Do you still have a house?" "I believe that your business will become bigger and bigger, and the liquidation of assets will not happen. But you know that you may be the subject of inheritance tax at this time. If you don't handle it well, you may be subject to inheritance tax." The heirs will get nothing! Do you want your wealth to disappear like this? "With small financial adjustments and big life plans, as long as you save a little money to the insurance company every year, you may be able to avoid these risks."

Moderator: How to avoid mistakes in inappropriate speaking skills?

Mao Xuerong: The key for agents to avoid mistakes in improper speaking skills in front of customers is to listen more and think carefully before answering customer questions. Avoid pretending to understand in front of customers. If you encounter a question that you cannot answer, humbly tell the customer that your question is very good. I will write this question down and ask my supervisor to tell you tomorrow. This kind of answer is more acceptable to customers, and they will also think that you are very motivated and humble, and you will have more opportunities. In addition, when giving examples, especially when talking about death, accidents, serious illness, etc., it is best to use yourself as an example. It is necessary to form a habit when practicing, so as to avoid mistakes in improper speaking skills.

Chu Jinghui: The first factor to avoid improper speaking skills is to analyze the needs of customers, understand the reasons why customers’ wealth may be lost, and then analyze the appropriate speaking skills according to different situations. For example, it is almost a waste of time for you to talk to a business owner who knows how to run a business about how much dividends insurance will bring him, because they become rich because they know how to make money, and business profits may be much higher than dividends. Furthermore, it is useless to discuss inheritance tax or bankruptcy with Lao Bai. Therefore, analyzing customer needs is the first principle of not saying the wrong thing.

Talk has always played a key role in the exhibition industry and is an indispensable skill for partners to communicate with customers. Proper use of words can get twice the result with half the effort and add the finishing touch in the exhibition, making it easier for us to promote the signing of contracts. If deviations or errors are used, communication will be in trouble and even all efforts will be wasted. Speaking skills have increasingly become a business theme that partners think about and research.

Keywords: business development skills

Special guests:

Mao Xuerong: Pacific Antai Shanghai District Business Manager, second national insurance star, second Insurance Star of the Year

Chu Jinghui: Deputy General Manager of China Life Insurance Hainan Branch

Moderator: What role can speaking skills play in the exhibition industry?

Mao Xuerong: The role of sales talk is that although it cannot help salespeople achieve the state of "having no sword in their hearts", it can at least make them "have swords in their hands"; as newcomers gain more and more experience, One day we will finally achieve "the accumulation of quantitative changes to a certain extent to form a qualitative leap" and achieve "no sword in the hand, but the sword in the heart". Partners need to work hard on the following four aspects:

(1) Width and depth of knowledge, and systematic knowledge; (2) Logical ability; (3) Adaptability; (4) Language control ability .

Chu Jinghui: Insurance has been involved in people’s lives for a relatively short time. Customers may not necessarily understand the meaning of insurance, and there are many misunderstandings about insurance. At this time, the marketer is the "deliverer" who conveys the true role of insurance. Since you are a deliverer, how do you deal with people with different ideas, temperaments, hobbies, environments and moods, and convey the correct meaning and function of insurance in a way and method that customers like and accept, and organize the vocabulary and words to convey it? It’s just words. There is no doubt that if the words are spoken well and the information is timely, it can change the customer's concept and make them understand insurance correctly. Keep in mind the accuracy and authenticity of what we deliver. What we say is packaged in language that is accepted by customers, rather than distorting the authenticity of insurance.